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Monday, May 09, 2005

Why we buy, by Paco Underhill

A great book on the science of retailing and product placement.

There are two main strategies for coping with the presence of men in places where serious shopping is being done.

The first one is passive restraint, which is not to say handcuffs. Stores that sell mainly to women should all be figuring out some way to engage the interest of men. If I owned The Limited or Victoria's Secret, I'd have a place where a woman could check her husband---like a coat... If I were opening a brand-new store where women could shop comfortably, I'd find a location right next to an emporium devoted ot male desire---a computer store, for instance, somewhere he would happily kill half an hour...

2 comments:

Amy said...

Interesting... if they did this somewhere I went, I'd be the one stopped at the computer store rather than proceeding on to any clothing... but then, I have a theory that women don't actually like shopping, but only do it as a social activity... I have the same theory about men and watching sports.

Piaw Na said...

I don't think that's true. If it were true, women wouldn't go shopping with their husbands, and the said husbands would be forced to come along and chat, rather than being parked near the nearest convenient electronic section.

Admit it, Amy, you're at least one standard deviation away from the norm. :-)